Google Ads and paid-search management

Check the economics first

We begin with the customer action, value and commercial constraints. A campaign for a high-value specialist enquiry has a different buying cycle from a campaign for a low-margin product. Budget needs to reflect that difference.

Advertising cannot fix an unclear offer, an unusable enquiry form or a booking journey that loses customers. We examine those dependencies before treating account changes as the entire solution.

A practical account review

A review can examine campaign objectives, search terms, targeting, exclusions, ads, landing pages, budgets and conversion settings. We look for mismatches between the business objective and what the account is actually encouraging.

The output should distinguish immediate corrections from questions requiring more evidence. An audit is not a claim that every existing campaign is wrong, nor an excuse to rebuild useful history without a reason.

Manage the route from search to outcome

• Organise campaigns around meaningful services, products or customer needs.
• Match the ad promise with an appropriate landing page.
• Review the searches and audiences reached by the campaign.
• Check that important outcomes are measured accurately.
• Agree how budgets and experiments are controlled.
• Use qualified lead, booking or sales evidence where it is available.

Changes should have an explanation and a way to assess their effect, rather than becoming activity reported for its own sake.

Paid search and paid social are different choices

Someone actively searching for a supplier is not in the same situation as someone encountering an ad in a social feed. Where paid social forms part of the brief, we assess its audience, creative requirements, landing journey and measurement separately.

We do not assume that adding more channels will improve results. Channel selection should follow your customer journey, available creative material and ability to evaluate outcomes.

Accounts, spend and responsibilities

We agree scope, reporting, account ownership, implementation responsibilities and how advertising spend is paid. Media spend is separate from service fees and should remain visible to you.

Naxtech’s client examples include hotel marketing involving paid campaigns. For a new assignment, send the offer, target market, account access and current results. We will identify the work needed before proposing an ongoing management arrangement.